My prospecting efforts had not been yielding the result I wanted.
The emails were spot-on (duh!). Personalized. Brain-friendly storytelling. Outcome specific. Frictionless. Fun.
So was the latest research about what resonates with buyers wrong/skewed/biased? Was I interpreting, applying and teaching it incorrectly? Did the pandemic sicken the magic?
Nope. Not at all.
I was simply thinking about prospecting wrong.
I was looking at pre-pandemic behavior and prospecting the wrong prospects.
To drive the ROI I expect from the emails I send, I needed to update my thinking about qualified buyers.
Instead of relying on old signals and previous client behavior, I’m now connecting with qualified prospects by:
•Focusing on those who post about their events because they will need great programming now or later. Qualified. Check!
•Contacting those posting job openings (because those new hires will need training). Qualified. Check!
•Interacting with those on social media excited about their hotel openings because, yup! Qualified. Check!
Your former clients will come back just as my former luxury hospitality clients will eventually return. They value the value of sharpening and polishing skills.
Between now and a fully booked domestic and international calendar, it’s exciting to know you and I can develop business through better thinking and smart email prospecting.
Here is where the title of the post comes in.
When you uncover your new prospective leads, excite them with the joy of travel, meeting together or the outcome your product or service achieves.
Stay future-focused ignoring negativity and eliminating drama. Charm them with authentic positivity.
Nurture their excitement/interest by always, ALWAYS helping them feel safe and smart about choosing you as the supplier to make their dreams come true.
Before you go—
The whirlwind is behind us and the future is bright! With two-thirds of buyers preferring remote interactions – digital and virtual – polishing your email selling skills is key to dramatically improving sales.
It’s time to stop sending email after email only to be ignored! You can write quick, strategic, smart messages that get results and drive sales!